Consumer Neuroscience as a Tool to Monitor the Impact of Aromas on Consumer Emotions When Buying Food

Abstract

Building a unique USP sales argument (unique selling proposition) through various forms of in-store communication comes to the fore in a challenging competitive environment. Scent as a means to influence the purchase of goods or services has a long history, however, aromachology as field of in-store communication is a matter of the present. This new trend, the importance and use of which has grown in recent years, is the subject of a wide range of research. In order to increase the efficiency of these elements, it is necessary to familiarise ourselves with the factors that affect the customer, whether that be consciously or unconsciously. Consumer neuroscience is addressed in this area. This paper deals with the comprehensive interdisciplinary investigation of the impact of selected aromatic compounds on consumer cognitive and affective processes as well as assessing the effectiveness of their implementation in food retail operations. At the end of the paper, we recommend options for the effective selection and implementation of aromatisation of different premises, by which the retailer can achieve not only a successful form of in-store communication, but also an increase the retail turnover of the store.

1. Introduction

The retail sector has undergone massive changes over the last few years, mainly due to the development of new technologies; this is not the case for the two primary objectives of retail strategy, which are to provide a shopping experience and bring value to the customer regardless of which trading channel they use. The building and creation of a unique USP sales argument (unique selling proposition) ensures differentiation from competition in the form of added value so that the customer ultimately decides to visit the store or purchase the product. There are several ways to achieve higher product sales or services by involving human senses. One option is to provide a pleasant shopping environment atmosphere. In addition to interior and exterior equipment, design, staff, the arrangement of goods, lighting, sounding (noise) and, last but not least, the smell and/or air quality, which appears to be the most important environmental factor at the point of sale on the basis of the research that has been conducted so far, while the aroma is also of particular importance to people’s memory. A pleasant atmosphere due to a well-selected aroma, whether it be in a shop or in the workplace or a public space, can fundamentally influence the overall perception of people, which will ultimately also affect economic results. Thanks to an innovative interdisciplinary approach using consumer neuroscience tools, it is possible to get a detailed view of the real emotions of a person through the influence of individual aromas. In this way, it is possible to choose an aroma that will positively contribute to improving the perception of the environment of not only customers but also of employees as well.

1.1. Unique Selling Proposition

In a challenging competitive environment, in addition to effective communication at the point of sale, it is necessary to emphasise the benefits of a USP (unique selling proposition). AUSP can be defined as dramatically improving product placement and sales. The USP identification process helps to focus on the key benefits that help sell products or services and contribute to profits [1]. We can say that the USP (sometimes also called the unique selling point) is an important marketing concept that can be understood as the one element that differentiates a particular product or brand from others in the market, and it is understood as the reason why the product shall be bought or why it is better than other products are. It belongs to a company’s overall marketing strategy, and it needs to be strong enough that it has the power to reach masses and also gain new customers [2]. According to [3], when applied correctly, the USP can greatly support positive brand perception and can increase product name value. Of course, nowadays, in an environment that is overcrowded by competition in different markets, it is much more difficult to procure such a strategy and underline such a special benefit for products or brands.

1.2. Aromachology

Aromachology is a young scientific discipline that examines the effects of fragrances across a range of human feelings [4]. Specific obtained results confirm that inhaling aromas may elicit relaxation, sensuality, happiness, or exhilaration [5,6,7]. We can agree with [7] that aromachology is increasingly used for monitoring employee performance and consumer behaviour in various places, and it is based on scientific research that examines the psychological effects of natural and synthetic scents on humans. As a science, aromachology is strongly interconnected with the marketing field. Aroma marketing (also known as scent marketing or olfactory marketing) is still a relatively weakly researched field, however, it can play an enormous role in supporting shopping processes and human behaviour, as smell has an advantage over other senses because it can immediately stimulate human emotions. Using aromas, marketers can create a connection with customers at a deeper emotional level and provide them with an unforgettable experience [8]. The main goal of aroma marketing is the creation of the pleasant atmosphere in order to encourage customers to stay in stores longer to buy more products and raise consumption [9]. It relies on the neuropsychological processing of olfactory stimuli in the human brain [10]. Mell perception varies, and it involves many factors, including individual preferences. Therefore, the most important thing is to find those aromas that will attract as many potential people as possible [11]. As Ref. [12] claims, through this, aroma marketing becomes an essential part of marketing communication. We can also agree that the positive results resulting from the use of aroma in a business environment suggest that customer satisfaction can be increased through the thoughtful manipulation of ambient stimuli [13].

1.3. Consumer Neuroscience

Consumer neuroscience is an interdisciplinary area that combines the knowledge of several disciplines, trying to study how the human brain responds to external marketing impulses/stimuli [14]. It combines knowledge from neurology, psychology, economics, and information technologies with the help of modern tools, examining emotions that affect consumer behaviour [15,16]. Neuromarketing examines the mind and brain of the consumer and is able to bring his/her needs and views closer to a particular company, advertisement, or product. Advanced methods related to neuromarketing will reveal which parts of the brain are active in the reaction to stimuli and determine what emotions they produce in the consumer [17]. We can state that consumer neuroscience has an important place in the marketing field. We agree with Plassmann et al. [18] that consumer neuroscience research has made huge developments in identifying the basic neural processes underlying human judgment and decision making. Concretely, consumer neuroscience research applies tools and theories from neuroscience to better understand decision making and entire network of related processes. Therefore, it has created extensive interest in marketing and its associated disciplines [19,20,21,22,23]. Within the focus on research and the understanding of the mind and behaviour of the consumer, the main purpose of neuromarketing is to transfer insights from neurology to research on consumer behaviour by applying neuroscientific methods to marketing relevant problems [24]. Therefore, neuromarketing is understood as a marketing strategy that is connected to the subconscious, emotional aspect of the customer, and it then aims to create an unbreakable bond with the customer and the product [25]. Consumer neuroscience can therefore help and support research in the field of consumer behaviour in a significant way, especially in marketing efforts to better understand human behaviour in decision-making processes. As Ref. [26] claim, although consumer neuroscience is a fledgling discipline, it constitutes a complementary advancement toward more comprehensive testing and expansion of the theory. As such, through this and many other benefits, this discipline can move marketing research to a completely new level. For these reasons, the structure of this paper consists of three research stages. The first stage is aimed at gaining an overview of the scent preferences associated with the confectionery department. In this experiment, in addition to declarative statements, control mechanisms using facial biometrics are used as well. Based on the results of the first experiment, testing is performed under laboratory conditions in order to reveal the influence of selected aromas on the emotional responses of participants. Findings from the laboratory experiment are then used in the implementation of aromatization in real conditions in Experiment 3.

2. Materials and Methods

The object of the submitted contribution is the impact of selected aromatising compounds on people’s emotions and consumer behaviour in the food market through consumer neuroscience tools for the purpose of creating a USP (unique selling proposition) and the effective use of in-store communication in commercial operations. Aromas suitable for the confectionery department in food retail outlets are subject to testing. The research process is divided into three separate stages/experiments:

• Biometric implicit test;
• Research on the impact of selected aromas on human emotions using electroencephalography (EEG) and monitoring facial expressions (FA) in laboratory conditions;
• Research on the impact of selected aromas and air quality on implicit and explicit linkages in real conditions of commercial operation.

2.1. Stage 1—Biometric Implicit Test

On the basis of available studies [8,27,28,29] and interviews with managers from companies dealing with aromatising, five aromas have been profiled to be suitable for use in the confectionery department. Subsequently, a survey was conducted to identify the views of respondents and associations that are associated with different types of aromas. The purpose of the test was to establish the suitability of the selected aromas for the confectionary department on the target segment (the economically active population responsible for food purchases). In the case of Experiments 1 and 2, the probability sampling principle was applied, which involves random selection, allowing the creation of strong statistical inferences about a whole group. There were 147 respondents in Experiment 1 from the external panel of the research agency MNFORCE Ltd. (Bratislava, Slovakia), who were selected according to predetermined criteria (gender, age, being a customer of the selected retail company). FaceReader 7 software was used as a tool to analyze the visible demonstration of mimic muscles. Maison and Pawłowska [30] used it on a sample of 100 respondents when testing images, and, using the same software, Yu and Ko [31] conducted graphic style testing on a sample of 120 respondents. The relevance of the respondents’ responses was controlled through facial biometrics and response time. The tests were conducted using a special platform called samolab.online. Samolab.online is a platform that allows a range of specialised tasks (e.g., association tests, A/B testing). It can be adapted for several forms of use (in the laboratory and through remote mailing to respondents). It is also available in several languages. Respondents can carry out such testing via home computers, tablets, or even through mobile devices outside og the laboratory. Visible manifestations of mimic muscles are recorded through video recordings and are then processed through analytical tools. The survey was conducted during the period from 4 May 2020 to 15 May 2020.

2.2. Stage 2—Testing in Laboratory Conditions Using EEG and Face Reading (FA)

Aromatic compounds that have been profiled on the basis of the biometric preferential tests have been subject to further testing under laboratory conditions. The added value of qualitative testing was realistic sample testing of the aromas in question (sampling interaction) as well as the recording of direct implicit and explicit feedback. A total of 48 participants took part in Experiment 2, and the precondition was that they had to be customers of the selected retail company (they buy food most often in that particular store). The sample size was determined based on similar studies. Krbot Skorić et al. [32] examined the effect of aromas using electroencephalography (EEG) on a sample of 16 respondents in Croatia. The commercial research agency 2muse Ltd. (Bratislava, Slovakia). monitored the effect of Christmas scents on consumer emotions using a sample of 20 respondents [33]. The European Society for Opinion and Marketing Research (ESOMAR) argues that most consumer neuroscience research agencies use much smaller respondent samples than those used in traditional market research, with 15–30 respondents being sufficient to achieve quality results [34].The research process under laboratory conditions consisted of five parts:

• Introduction of the instructions to the respondents, completion of consent to biometric and neuroimaging testing, and the processing of personal data in accordance with GDPR regulation and ethical code of sociological surveys;
• Olfactory sensitivity threshold test;
• Input controlled interview in the form of CAPI;
• Tests of selected aromas using consumer neuroscience tools and an aromatising box;
• Final interview in the form of CAPI.

The olfactory sensitivity test was conducted in order to create consumer segments with different sensitivity thresholds as part of the experiment. A certified test from the German company Burghart contains three sets of samples (one N-butanol; two phenylethanol), marked red, blue, and green, and are arranged in descending order from 1 to 10.

The Emotiv EPOC headset wireless device was used to measure brain activity, consisting of 14 data and 2 reference electrodes distributed in accordance with the international 10–20 electrode distribution system based on both international standards [35] and Nuwer et al. [36] and was distributed in the following positions: AF3, F7, F3, FC5, T7, P7, O1, O2, P8, T8, FC6, F4, F8, and AF4, as illustrated by Figure 1. The validity of data obtained via mobile electroencephalograph (EEG) using the Emotiv EPOC has been verified by several researchers, such as [37,38,39], who used this device to examine the emotional state of respondents and who have demonstrated that the device provides the same results as traditional stationary electroencephalographs (EEGs). The Emotiv EPOC wireless kit is capable of detecting the most important functions of brain activity that are commonly used in medical computer processing/brain simulations of a brain—computer interface (BCI).

We were monitoring three basic emotional states: excitement, frustration, and emotional involvement. Individual emotions were calculated on the basis of electrical activity recorded through a group of electrodes necessary to calculate the emotion. The EEG channels that were needed to calculate emotional involvement were allocated in positions O1, O2, F3, F4, F7, F8, FC5, and FC6. With gradual regression, the variables for this model were profiled from similar studies [40,41,42]. Excitement was calculated using (BetaF3 + BetaF4)/(AlphaF3 + AlphaF4) based on Giraldo and Ramirez [43], which was also used in another study [44]. There are no specific studies focussing frustration and how to deal with its calculation directly on the basis of recorded brain activity through electroencephalography (EEG), but there are several studies [45,46,47] that have clarified the role of the prefrontal cortex and the crown lobe in recognising frustration, which gives some form of credibility to our experiment. The data in question were obtained using the software tool Affective Suite, which records changes in emotions in real time. Each test subject had a unique profile within which the data was recalculated according to certain personality characteristics. The sum of these differences was then used to standardise the data. The software recorded three main types of emotions: excitement, emotional engagement, and frustration.

At the same time, emotional feedback was monitored through the somatic biometric method FaceReader 7 by the Dutch company Noldus, which identifies the emotional feedback (valence, excitement) of respondents with maximum accuracy based on observable changes in mimic muscles and recognises basic micro-emotions (happy, sad, angry, disgusted, surprised, neutral) [48]. In particular, the validity of the recorded data is influenced by the scanning angle, the luminosity of the environment, and the resolution of the recording equipment [49]. The data obtained from individual measurements were synchronised and correlated with each other in the Noldus Observer XT 10 program environment. This program allows the synchronization of structured and unstructured data from individual instruments and the creation of custom variables during the implementation of the experiments [50]. The survey was conducted during the period from 1 July 2020 to 10 July 2020.

2.3. Stage 3—Experiment on the Influence of Aromas in Real Conditions

Based on the results of Experiment 2, aromatisation with fragrance was deployed in the confectionery department of the retail sector, which affected the highest level of emotional involvement. Aromatising units as well as their initial settings were gradually implemented. All aromas used were safe in accordance with international standards and manufactured under the supervision of the Research Institute for Fragrance Materials (RIFM) [51]. The use of fragrances in research was governed by the ESOMAR Code of Ethics for sociological surveys. The deployment of aromas in real conditions was governed by rules developed by the International Fragrance Association (IFRA) [52], which sets out precise procedures and recommendations while respecting consumer rights. Last but not least, aromatisation was also governed by the internal code of ethics of the participating institutions—in this case, the company Kaufland and the Slovak University of Agriculture in Nitra.

A total of two aromatising units from Reima AirConcept AS650 (see Figure 2) were located in operation (one separately and one as part of the feedback kiosk). Aromatisation units were placed in operation so that they were away from the air conditioning intake(ventilation air outlets). The monitoring of conscious and unconscious customer feedback was conducted through a special 42-inch smart aromatising kiosk, which can be seen in Figure 3. Observation of unconscious feedback in real conditions through facial biometrics was significantly affected by the situation related to the COVID-19 pandemic, which has taken place since March 2020. The obligation to cover upper airways in the interiors of buildings was introduced, which made it impossible to obtain data based on the visible manifestations of mimic muscles. In this context, the feedback collection methodology has been modified several times. The originally planned collection of conscious and unconscious feedback was limited to conscious feedback, as the system was not able recognize emotional responses if the person was wearing a face mask and if only the eyes were visible.

The obtained processing of the data was processed through descriptive and inductive statistics in programme environments:

• MATLAB R2020a;
• RapidMiner 9.3;
• Mathematical statistical program R version 3.6.3, CCA version 1.2.1 package;
• Microsoft Excel 2010.

3. Results

In the first stage, 6 aromas (vanilla, chocolate, nougat, coffee, cappuccino, and orange) were profiled based on available studies and interviews with representatives of aromatising companies, which formed the basic basis of selection for the confectionery department in the biometric test. The results from the conscious feedback show that most respondents consider chocolate aroma to be the most pleasant smell for the confectionary department in a food shop (34%). The second most frequently indicated was coffee aroma (15%), and the least indicated aromas were those of orange (7%) and nougat (6%) (see Figure 4).

Control questions were also used in the test, where participants were asked to recommend on a scale from 0 to 10 (where 10 means the most appropriate) the aromas in question in the confectionery department. Each evaluated aroma was approached through a graphic visual. During the selection process, an emotional response was monitored through the respondents’ facial biometrics. Differences in valence (polarity of emotions) is presented in Figure 5. If the valence values are positive, it is a positive perception. If the value is 0, it is a neutral perception, and in the case of negative values, there is a negative perception. The results show the most positive perception in the case of the vanilla aroma (0.04). The idea of chocolate (0.0015) and coffee (0.021) was equally positive. An interesting finding is that the nougat aroma, which was identified as being the least favourable aroma in the initial selection of the experiment and was only identified by 6 respondents as a suitable aroma for the department of confectionery, now achieved a better subconscious response (0.001) than the aroma of cappuccino (−0.01), which was previously recommended by 21 respondents.

Based on these findings in the online environment, we selected five aromas (vanilla, chocolate, nougat, coffee, and orange), which were tested in laboratory conditions in Experiment 2. Based on the results of the biometric association test, we conducted an experiment in laboratory conditions. The selected aromas were marked with the numbers 1 to 5 and placed in identical glass vials using a special aspirating paper. Those were tested by participants using a specialised aromatising box, which simulated the conditions of the confectionery department in the Kaufland shop in Nitra in terms of air quality. Following consultations with the company, the target sample represented a group of consumers responsible for the purchase of foodstuffs. A total of 52 respondents participated in the testing, but due to incorrect data recording, we had to exclude four of them. As shown in Figure 6, the greatest degree of emotional engagement was recorded on the basis of the median of the elicited emotion in the case of the nougat aroma. This may be due to the more difficult recognition and odour imprint of several recognizable odours cumulated into this aroma and the efforts of the respondents to identify it. This assumption is confirmed by the fact that the citrus aroma of an orange reached the lowest level of bias, and respondents were also best able to identify it.

Using a single-factor variance analysis, we determined the statistically proven difference between the samples of aromatic compounds for the interest indicator. We tested the hypotheses at a significance level of 0.05.

Hypothesis 0 (H0).

Respondents perceive aromas in terms of emotional engagement in the same way;

Hypothesis 1 (H1).

Respondents perceive aromas in terms of emotional engagement differently.

Compared to the observed aromatic compounds on the emotional engagement indicator (interest), we attained a value (p < 0.001), based on which we can conclude that there is a statistically proven difference in perception in terms of engagement between the tested aromas. In a post hoc pair comparison of aroma pairs, differences between the nougat and orange aromas were demonstrated.

The highest frustration rate based on the average values was recorded in the coffee sample (0.50) (see Figure 7). It can be assumed that this result is due to the fact that respondents had difficulty identifying this aroma and not everyone was able to determine what it was immediately, which could have caused frustration. The reason may also be the method of smelling itself (distance of the nose from the test vessel) or the aromatic compound, which does not have an unambiguous composition and may remind participants of several types of aromas.

Generally speaking, these are lower levels of frustration than those that are present in dealing with normal activities. At the same time, it should be stressed that frustration does not conflict with emotional engagement. We decided to also statistically verify these differences in frustration (concerns) for individual samples. We tested the hypotheses at a level of significance of 0.05.

Hypothesis 2 (H2).

Respondents perceive aromas in terms of frustration in the same way;

Hypothesis 3 (H3).

Respondents perceive aromas in terms of frustration differently.

As a result of the test, there is no evident difference in frustration that is dependent on the change of aroma (p = 0.78).

Excitement is an important emotion, as it denotes a certain degree of active involvement and anticipation. When a consumer is excited, other types of emotions that have a fundamental influence on the decision-making process are also more intense. Based on the median, we can see the highest rate of excitement for the aromas of coffee and nougat (0.47) in Figure 8. As mentioned above, this may have been due to a lower recognition capacity, but also could have been due to the associations that the aromatic compound invoked (coffee).

We also statistically verified the observed differences in excitement for individual samples. We tested the hypotheses at a level of significance of 0.05.

Hypothesis 4 (H4).

Respondents perceive aromas in terms of excitement in the same way;

Hypothesis 5 (H5).

Respondents perceive aromas in terms of excitement differently.

A statistically proven difference was detected in the evaluation of excitement for individual aromas (p = 0.0026). Subsequently, paired post hoc tests were performed, and it was found that respondents reacted statistically differently with pairs of coffee–chocolate (p = 0.01780) and vanilla–chocolate (p = 0.00545).

Based on conscious feedback, respondents rated the vanilla aroma as the best (7.87) (see Figure 9). This finding is confirmed by the fact that vanilla is generally the most accepted aroma, and most people associate it with childhood (the scent of mother’s milk). The worst was the orange citrus fragrance (5.67). An interesting finding is the assessment of the nougat aroma (6.76), which was better rated than the chocolate aroma (6.46).

In addition to electroencephalography, unconscious feedback was taken by measuring microemotions based on facial expressions. By measuring emotions from facial expressions, we have obtained information about the valence (polarity of emotions) (see Figure 10). In this case, based on the mean medians, respondents were most positive about the nougat aroma (0.04) and felt the most negatively about the orange aroma (−0.02). However, it is necessary to note the possible distortion of the results by the fact that in some cases, some respondents smiled, probably because of the initial surprise, which in turn could artificially increase the rate of positive tuning in some samples, as the software evaluated the smile as positive feedback, as it recognises emotions based on facial expressions.

Based on a valence comparison using the Kruskal–Wallis test, we found that there are statistically significant differences between the aromas (p = 0.0126) in the emotions of the participants involved in the experiment. Differences have been confirmed between the orange and nougat aromas and between the chocolate and nougat aromas (see

Table 1. Kruskal–Wallis test—comparison of the valence of individual aromas.

	Vanilla	Coffee	Nougat	Chocolate	Orange
Orange	H6	H6	H7	H6
Chocolate	H6	H6	H6
Nougat	H6	H7
Coffee	H6
Vanilla

Testing at α = 0.1.

).

Hypothesis 6 (H6).

are equal = there is no difference.

Hypothesis 7 (H7).

are different = there is difference.

The results of the conscious aroma sample evaluation in question show that the respondents evaluated the aromas of vanilla and nougat the most positively. At the subconscious level, the most positive values of valence, but also of emotional engagement, were recorded with the nougat aroma. On the basis of these findings and the consultation with the managers of Kaufland Slovenská republika, v. o. s., we decided to use the nougat aroma in the real conditions of the confectionery department, which represents the third stage of this research.

The third stage of the research was significantly affected by the COVID-19 pandemic. Data collection under real conditions was limited to explicit feedback through a graphical scale. Implicit collection of data through facial biometrics could not be realised due to the obligation to cover the upper airways. This portion of the research was mainly intended to investigate the unconscious effect of aromatisation and air quality on the emotions of customers who visited the confectionery department. It follows from the above that the research under real conditions, in particular in terms of demonstrating an unconscious effect, was fundamentally limited.

A total of 6130 responses were recorded in the Kaufland Nitra shop from 10 November 2020 to 9 March 2021, with an average assessment of the atmosphere of confectionery department being 1.86. This included the monitoring of air quality at each minute. Given the extent of the obtained, only selected periods are compared with each other. From the data in Figure 11, you can see a conscious evaluation of the confectionery department over 20 days in the pre-Christmas period (from 10 November 2020 to 30 November 2020) with aromatisation and during the pre-Easter period (from 22 February 2021 to 14 May 2021) without aromatisation. The results based on average daily responses show approximately the same assessment of the atmosphere of the confectionary department as during the pre-Christmas period (average 1.80; 1580 responses) and the pre-Easter period (average of 1.88; 1216 responses). These results may be largely distorted due to the spread of the pandemic and the mandatory protection of the upper airways.

4. Discussion

The aim of the conducted research phases was to verify the positive effect of aromatisation on the assessment of the atmosphere of a sales department, with which Vesecký [53] agrees and describes the unconscious perception of aromas as how the customer usually associates the aroma with something positive. Lindstrom [54] also stresses the fact that almost 75% of human feelings during the day are regulated by fragrances. Madzharov, Block, and Morrin [55] also highlight the choice of the right aroma for the use under real conditions. They state that traders are increasingly using the surrounding aroma as a strategic tool to distinguish themselves from competition, attract customers, stimulate sales, influence moods, and create overall pleasant and memorable shopping experiences. During the processes of decision making and choosing, a number of aspects affect the consumer, including mood or emotional state of mind [56,57]. The role of emotions in the consumer decision-making process is explained by the principle of neurological and cognitive frameworks, such as the somatic marker theory [58], which focuses on the so-called attention to negative impacts in decision making.

Despite the shortcomings, this research can be considered beneficial since there are few studies using biometric and neuroimaging methods to test the emotional impact of aromas, including taking into account surrounding environmental factors that have a fundamental impact on human perception [59].

The proof of this is that the application of consumer neuroscience tools in the food industry has recently gained considerable popularity in both academic and commercial fields. Large research companies such as Nielsen, Kantar, or Ipsos have also included these tools in their commercial offers [60]. Despite a number of critical aspects, such as questioning privacy limits and the concept of free will, mainstreaming these technologies and consumer behaviour and market research today constitute a significant part of understanding and meeting research objectives [61].

5. Conclusions

In the present paper, we looked at the impact of selected aromas on the consumer’s active processes by using consumer neuroscience tools. The available studies and the following interviews with representatives from aromatising companies show that the smell of the confectionery department is most closely linked to the slightly sweet aroma of chocolate, nougat, various types of coffee, vanilla, but often also the fruit aroma of an orange. These findings formed the basis for the next association test using facial biometrics, the main task of which was to assess the suitability and recommendation of the aromas that were identified in the confectionary department. Of the six aromas from which respondents could choose as the most suitable for this department, the chocolate aroma (34%) and a coffee aroma (15%) had the greatest representation. The emotional response of the respondents was monitored for this question. The results show that the most positive subconscious perception in the case of the vanilla aroma (0.04). The idea of chocolate (0.0015) and coffee (0.021) was equally positive. An interesting finding was that the nougat aroma, which was identified as a suitable aroma for the department of confectionery by the least number of respondents (six) in the initial selection. In this case, however, it achieved a better subconscious response (0.001) than the aroma of cappuccino (−0.01), which was recommended by 21 participants.

The second stage consisted of research on the impact of selected aromas on human emotions using electroencephalography (EEG) and monitoring facial expressions (FA) in laboratory conditions. Of the six aromas that were subject to the association biometric test, five (vanilla, coffee, chocolate, nougat, orange) were selected on the basis of the results, which were tested using a special aromatising box at the FEM SUA in the Nitra Consumer Studies Laboratory. Despite the fact that based on the results of the previous online test, the cappuccino aroma achieved better results than the orange aroma, we decided to include it in the test because we assumed that there were more significant differences in implicit perception. At the same time, we decided to keep the coffee aroma in the test using two similar aromas (cappuccino and coffee). The test was conducted with 48 respondents who were subjected to an olfactory sensitivity test. Based on the brain activity measurements, the highest rate of emotional engagement based on the median of this emotion was observed with the nougat aroma (0.630). This may be due to the more difficult recognition and odour imprint of several recognizable odours that are cumulated into this aroma and the efforts of the respondents to identify it. In this context, using a single-factor dispersion analysis, we determined the statistically proven difference between samples of aromatic compounds from the point of view of emotional engagement, showing that there is a statistically significant difference in perception in terms of the engagement between the tested aromas. The highest frustration rate based on average values was observed in the coffee sample (0.50). It can be assumed that this result is due to the fact that respondents had difficulty identifying this aroma and not everyone was able to recognise it immediately, which could have caused frustration. We also decided to statistically verify these differences in frustration (concerns) for individual samples. However, there was no statistically significant difference in the perception of respondents in this case. The highest rate of excitement was noted for the coffee and nougat aromas (0.47). As with emotional engagement, a statistically proven difference was found in this case. In this context, pair post hoc tests were conducted, and it was found that respondents reacted statistically differently, especially with the coffee–chocolate and vanilla–chocolate pairs. On the basis of conscious feedback, respondents evaluated the vanilla aroma as the best (7.87), which is generally the most widely accepted aroma and most people associate it with childhood (the scent of mother’s milk). The worst was the orange citrus aroma (5.67). An interesting finding is the assessment of the nougat aroma (6.76), which was better rated than the chocolate aroma (6.46). When asked which aroma seemed best suited for the confectionery department, the nougat (17 respondents) and vanilla (12 respondents) aromas were the most preferred in physical testing, which is in contrast to the biometric association test.

Differences in the development of the perception of aroma samples in terms of time have also been confirmed through a statistical test, and while some emotions have been more stable, others have changed.

In addition to electroencephalography, unconscious feedback was taken by measuring microemotions based on facial expressions. In this case, based on the mean median valence, respondents were most positive about the aroma of nougat (0.04) and the most negative about the orange aroma (−0.02). The statistical test also confirmed differences in perception between the aromas of orange and nougat and between the aromas of nougat and coffee. On the basis of these findings and after consultations with the managers of the retail company, we decided to use the aroma of nougat in the real conditions of the confectionery department.

The last stage (3) consisted of research on the impact of selected aromas on implicit and explicit linkages under the real conditions of a commercial operation. The solution to this part of the work was significantly influenced by the situation of the COVID-19 pandemic. Implicit data collection under real conditions was impossible, as the obligation to cover and protect the upper airways in the interiors of buildings prevented the detection of people and the recognition of emotions. In this context, data collection under real conditions was limited to explicit feedback. Last but not least, the pandemic also affected the validity of the data itself, as it can be assumed that different types of facial protection (respirator, face mask, scarf) more or less affected the perception of the aromas. In the light of the above, we have not been able to verify the presumption of the difference between implicit and explicit feedback under real conditions.

The results from obtaining a conscious feedback under real conditions show approximately the same assessment of the atmosphere of the confectionery department in the pre-Christmas period with aromatisation (average 1.80; 1580 replies) and in the pre-Easter period with no aromatisation (average 1.88; 1216 replies).

A pleasant atmosphere in stores or public spaces under the influence of a suitably chosen aroma can fundamentally affect the overall perception of people, which will ultimately have an impact on the economic results. The right choice of aroma also completes the overall atmosphere of the chosen sales department. Since the influence of aromas has mainly a subconscious effect, the choice of a suitable aromatic compound should not be limited to traditional forms of research. Therefore, we recommend sellers a combination of traditional research forms with the tools of consumer neuroscience, which provide a detailed view of real human emotions under the influence of particular aromas. This method will allow retailers to choose an aroma that will positively contribute to improving the perception of the environment not only for customers but also for employees. It should be taken into consideration that the research of preferences in the field of aromatization also requires special equipment which allows the testing of various fragrance compounds under laboratory as well as in real conditions.

It follows from the above that in the evaluation of emotional response, besides the use of classical feedback collection tools, it is important to extend these evaluations with measurements of subconscious reactions based on the monitoring of electrical brain activity (EEG) and facial expressions of the respondents—facial biometrics give a completely new insight into the actual perception of aromatic compounds as well as more efficient targeting and the use of corporate resources.

Based on empirical knowledge and limitations related to the pandemic, we plan to conduct a similar research project with an even larger sample of test respondents that will take the weather, season, olfactory sensitivity (anosmia, hyposmia, normosmia) and participant fatigue (start and end of the week) into account. Future research will be conducted under different air quality conditions (CO₂, VOC, temperature, humidity) in order to identify possible changes in the perception of aromas. Due to the need to cover the upper respiratory tract, the perception of aromas will also be simulated in order to quantify the impact of pandemic restrictions (mandatory upper respiratory protection in buildings) under real conditions. From the point of view of the technologies used in this study, we would like to conduct similar research with the 32channel Electroencephalograph (EEG) and its extension to the biometric method of measuring skin resistance (GSR).